How to scale marketing collateral to any size organization.
As a marketer, you get constant requests to provide marketing and sales promotional materials to your distributed sales and marketing organization.
MAM (“Marketing Asset Management”) gives your team the ability to quickly deliver localized marketing assets to any size team with practically no effort. This paper shows you how.
As a marketer, you get constant requests to provide marketing and sales promotional materials, a.k.a.
assets, to your representatives in the field. (“Representatives” is a catch-all for sales reps, distributors, dealers, franchisees, retail outlet managers – your distributed sales and marketing organization.)
If you sell to multiple markets, you may also be asked to provide localized versions of assets,
so representatives can communicate with their local constituents using relevant messaging.
You could let your representatives either modify the assets themselves, or create their own from scratch, and hope they don’t violate your brand standards. Or, your internal marketing team can take on the task of modifying and producing materials for the representatives. This requires a manual, time-consuming process for each fulfillment request: field the request, change the artwork, get it approved, send it to production and deliver it to the representative. Multiply these steps by the number of fulfillment requests you consistently receive from the field and it’s easy to see how your team could be maxed out rather quickly.
Does this sound like your current situation? The more representatives and the more markets you have,
the harder your job.
There are only two ways to scale to meet increasing demands:
• Hire more marketing staff (often not a viable option these days).
• Use technology to automate fulfillment.
A very early example of using technology to accomplish bigger jobs was the simple machine. Before the
invention of the lever for instance, if you wanted to lift something really heavy, you got more people to help. The lever allowed you to lift that same heavy object with fewer people. Likewise, the wheel allowed you to transport that heavy object with fewer people. And so on.
Today’s equivalent of the simple machine is a cloud-based service that automates repetitive and
time- consuming manual tasks so you don’t have to do them anymore. In the case of localizing and
delivering marketing assets to your representatives, a robust MAM (“Marketing Asset Management”)
platform can do all the heavy lifting for you.
With MAM, your representatives can tailor marketing materials you’ve made available in a self-serve
online portal. The materials are already designed and ready for customization directly by the
representatives, without any additional work on your part. At the same time, your brand is completely
protected with templates that lock essential brand elements so they can’t be compromised. This ensures
brand consistency while allowing your representatives to customize and order their own marketing
assets whenever they like.
There’s no limit to the number of asset customization orders a MAM system can handle. No matter how
many representatives you have, they can all log into the system, even simultaneously, tailor and order
materials themselves, and have those materials produced and delivered by the MAM system,
without your internal team having to go through the typical laborious process. MAM automates this entire process, completely freeing your team (and getting it done a lot faster than the old way – just think how much more agile your marketing effort can be with MAM).